Hip and Sophisticated Brand Identity for Upstairs Hotel

The amazing people over at skinn branding agency created a super stylish brand identity for a new urban hotel concept called  Upstairs Hotel.


In the summer of 2018, an exceptional hotel featuring a jet black façade and a powerful yellow 'U' as an iconic accent has opened near the beach in the heart of the 'Queen of the Seaside Resorts'. It offers a home to unconventional travelers, inspired by the bustling city that surrounds it. Welcome to Ostend, and welcome to Upstairs Hotel. There's a new hotel in town.

The holiday group C-Hotels created this new urban hotel concept at the end of an extensive creative branding process, with aspirations that went far beyond the development of the visual brand identity. The comprehensive renovation of the erstwhile Royal Astor Hotel immediately offered a sound starting point for the structural work of the brand.

The architecture, the interiors, the materials and styles used, were all subjected to the minutest evaluation before being selected and were then transformed into one powerful, unified hotel concept. We took control of just about every touchpoint of the brand, with the result that the hotel guests are completely immersed in a unique urban getaway.

Behind the hotel's stately black façade lies a playful, urban world. An interior full of wood, metal, concrete, green accents and bold typography immediately surrounds you as you walk into the lobby. A rich diversity of natural materials that were hand-picked by skinn.

The ground floor was transformed into a cozy hub in the heart of the city. Hire a conference room, get down to business in a co-working spot, win a game of ping-pong, or relax in a lounge chair with a view of the exciting yellow slide, part of the old swimming pool which has been renovated into an exceptional presentation area. The interior concept and a variety of typeface designs are the foundation of the visual identity of the Upstairs Hotel. They will be found at every point of contact, from the design of each room to the development of the website.

Brand Identity

For more information make sure to check out skinn.be

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